Exploring co-creator’s experiences: a multiple case study addressing workplace sedentary behaviour

Abstract Co-creation is an innovative approach for addressing complex public health issues. Co-creator’s experience of participating in co-creation can impact engagement yet research investigating co-creation experience is limited. A better understanding of co-creation experiences can inform optimal design and implementation of the co-creation process. This study’s objective was to conduct a cross-case analysis of co-creator’s experiences from 3 co-creation processes aimed at addressing workplace sedentary behaviour within 3 different small-to-medium sized companies in Scotland. Thirty-one co-creators were involved in the case study companies from Oct 2022 to Jun 2023. Data sources included observations, interviews, and researchers’ reflections. A multiple case study design enabled the exploration of co-creator’s experience across cases. A within-case thematic analysis was conducted to develop a deep understanding of cases before comparing findings between cases using Miles and Huberman’s guide to cross-case analysis. Preliminary findings indicate co-creation experiences are associated with events occurring before, during and after the co-creation process and are influenced by company context (i.e., company structure, resources and demands) and co-creation context (i.e., design and facilitation of the process). Co-creators had various motivations for their involvement. During the co-creation process there was a range of common experiences such as a sense of belonging, enjoyment and frustration. After co-creation, there was an overall sense of satisfaction accompanied by positive outcomes, including an intention to adopt healthier behaviours. Insights into co-creator’s experiences support the use of co-creation for addressing workplace sedentary behaviour. The findings have implications for researchers planning co-creation processes at small-to-medium sized companies. Tailoring co-creation to co-creator’s needs and wider company context can enhance its innovative potential. Key messages • This study’s significance lies in its qualitative cross-case analysis of co-creation experiences which enhances research rigour and enables contextualised generalisation. • The innovative potential of co-creation can be enhanced by tailoring it to meet the needs and preferences of the co-creators and considering the wider company context.